Download the Messaging and Positioning Planning Template at
Messaging & Positioning Planning Template
Leverage the Messaging & Positioning Planning Template to develop a compelling and unique selling proposition that can be leveraged in all internal and external communications venues.
The Messaging & Positioning Planning Template has been developed from numerous messaging, positioning and repositioning projects for start-ups and public companies to create unique selling propositions and go-to-market messaging.
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Messaging and Positioning This SlideShare presentation includes 10 of the 21 slides available in the Messaging and Positioning Template. Download the complete template at: DOWNLOAD THIS TEMPLATE NOW
Outline1 Project Objectives, Strategy, Process & Timeline2 Target Audience3 Market Landscape4 Competitive Landscape5 Internal Analysis Organizing Information67 Differentiation8 Messaging Framework & Positioning Components An Example910 Next Steps
Positioning Process Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Competitor Customer Company Launch Draft & Testing RefinementMarket Analysis Analysis Analysis Analysis Internal Draft competitive Draft competitive CompetitiveExternal analysis Analysis of Analysis of analysis of positioning and positioning and positioning andof market forces communications customers communications, market messages market messages market messages and influencers and products of perceptions and content, people are externally are tested are adjusted key competitors actions and product communicated An iterative, agile, parallel, living process
Who Are You Selling To?Is there a specifc industry orindustries that are best suited for theoffering? Industry Is there a specific size (revenue, assets, employees) of organizationIs this a complete solution or a Product or Size of that is being targeted?point product? Solution OrganizationIs this a complex sale that Target Is this a new market where theinvolves an approver, decision Market focus is on early adopters or amaker, recommender and Buying Technology mature market?influencer? Process Adoption Distribution Price Point ModelWill this be sold by a direct sales, What is the average selling priceinsides sales, online sales, or indirect and the average sales cycle?channel?
Market LandscapeMega Trends (placeholders included) Directional trends Size, share and growth In-house vs outsource Market Waves Build vs buy Where are VC’s investingCurrent Year Trends and Priorities Priorities for a particular industry Priorities for a particular LOB Budget growthor decline Priority for allocating budget Where are there massive job posts Market Market Landscape Mega Trends Landscape Current TrendsMarket Waves What are influencers talking about What topics have comeptitors adopted What is the hot technology topicCustomers What webcast topics draw the most What are customers asking about on Customer sales calls Perspective What are the major conference themes What are the blog post topics being read What are the most popular white papers
COMPETITIVE LANDSCAPE Visual interface & graphic based reporting Database interface and Visual interface and reports reports ERP SAP Peregrine Asset management Aperture FIS CAFM / CIFM Archibus ApplicationComplexity & Drawbase Strategem integration Maximo CMMS Workplace IQ Site seer Deal Mover Famis CREMS Atlas AutoCAD CAD Visio APPLICATION WORKGROUP ENTERPRISE Functional Departmental directors C-level managers executives Management use of application reports
Internal Interviews Based on an individual‘s role and expertise they will have insight into different areas, i.e., the VP SalesWho are the key stakeholders that will spend more time in front of customersneed to buy off, be consumers of the vs the VP Development who mayinformation and/or have a vested have more technology insight.interest or domain knowledge? Internal interviewsThis should be thought out at the Start with your final deliverable andtime you set your objective in an if revers engineer the informationthen format. There are basically requirments to ensure you are capturing3 scenarios: 1) your org is in the How will you present the right information and not simplybest position possible; 2) your org the findings? capturing data. Closed-end questionsis stuck in the middle of the pack, are the easiest to summarize but open-or; 3) your org is bringing up the ended questions provide more depth.rear. Is it a product issue, a Start with the objective first and cascadetraining issue, a messaging down from there with an org chartissue? framework. Show the process and use as many quotes and videos as possible to add credibility to the findings.
What Content Should be Covered What are the benefits for the user What are the key mega trends What are the benefits or IT What are the issues for the year What are the benefits to the business Are organizations focused on revenue What are the benefits for the decision growth, decreasing expenses, productivity maker or customer satisfaction this year Trends, What is our value proposition End user opportunities, Does the VP communicate value benefits issues Does the VP communicate benefits What is the day in the life of the person with Does the VP communicate costs the problem Has the VP been communicated in the Who else is impacted by the issue market Is it limited to a function or business unit Is the VP resonating What is the frequency and duration of the Offering Market Use Value Is the VP differentiated problem Case Prop Can employees communicate the VP Who would gain from the solution How visible is this in the organization Questions To Ask What are the inefficiencies of the Business Messaging current solution or the choice of of not How is Economic dealing with the problem the Problem impact Who is impacted What is the business problem we are trying problem How much time is lost to solve solved What is the OTE cost of each head How is that problem solved today today Competitive What part of the problem don’t we What happens if the problem was not solve? solved What part of the problem do our Can the problem be solved with personnel competitors not solve How long has the problem persisted Who else Differentiation What is the level of awareness of the solves this problem problem Who else solves this problem What part of the problem don’t we How do we solve the problem solve? Who solves the problem better What part of the problem do our Is this understood by the market competitors not solve? place? Why not? Do we have IP that no one else has What do customers care most about What can customers live without
Positioning ComponentsComponent Description ExampleFor • For... defines who the customer is in Exchange of data is necessary; possibly own terms they can identify with data needs to be exposed Competitor has extended informationWho Who ... describes the customers’ problem, the compelling reason to buy your org’s solutionProvides Provides ... describes what you bring to Application of results to the own company is market to solve the customers’ problems difficult Research and exchange of data (data transfer) is complex and time-consumingUnlike Unlike ... contrasts what competitors do and credibly positions them relative to your organizationOnly your organization Only your organization ... highlights the key Application of results to the own company is differentiators of your company’s solution difficult relative to other market players Research and exchange of data (data transfer) is complex and time-consuming
Value PropositionWhich market is Value experience Which products or What are the What alternative What prrof or the value or customer services are being benefits the options does the evidence is thereproposition being experience: what offered? market will derive market have to to substantiate created? does the market from the product the product or your value value most? or service? Alternatives proposition? Review and analysis of the benefits, costs and value that an organization can deliver to its customers, prospective customers within and outside the organization. The value proposition is a promise of value to be delivered and a belief from the customer that value will be experienced.
Next Steps This SlideShare presentation includes 10 of the 29 slides available in the Demand Creation Planning TemplateTo view all 29 slides, and other go-to-market planning templatesfor demand management, websites, social media, investor/board presentations, go-to-market and demand creation planning, please visit DOWNLOAD THE TEMPLATE NOW